Hollar & Greene looking to remake the cabbage category
Hollar & Greene looking to remake the cabbage category
With the launch of its "Fresh Mountain Farms" brand cabbage, Boone, NC-based Hollar & Greene Produce is hoping to combat declining sales that bulk cabbage has experienced in recent years.
"Earlier this year we hired Golden Sun Marketing and challenged them to come up with a consumer-driven solution that will drive sales," Tim Greene, director of marketing for Hollar & Greene, said in a statement.
The cabbage industry has been beset with flat to declining sales of bulk cabbage in recent years. The reasons include the fact that consumers are not aware of the tremendous nutritional message surrounding cabbage. Also, the heavy users for cabbage are aging, and younger consumers are not in the habit of buying bulk cabbage. Finally, there are indications from retail that displays have gotten smaller and promotions less frequent.
"As the leader in the retail cabbage category, we feel we need to step up and make changes to address these trends," stated Mr. Greene.
"We set out to develop a package that clearly communicates the great nutrition message, prep and usage information [including] easy-to-prepare recipes," said Don Goodwin, owner of Golden Sun Marketing.
Cabbage is part of the cruciferous vegetable category. Nutrition experts are encouraging increased consumption of all vegetables especially items from the cruciferous family.
"We are also developing a new web site (freshmountainfarms.com) that will be the premier source for all things cabbage: recipes, nutrition, prep ideas and best usage," added Mr. Greene.
"In addition to the great consumer messaging that wrapped cabbage affords us, there are many more benefits for the retailer," Mr. Goodwin said.
"Wrapped cabbage enhances food safety, sanitation and traceability, as well as lowers store shrink and labor," Mr. Greene said. "Cashiers no longer need to worry about trying to correctly identify red, savoy and organic cabbage. The correct UPC and PLU are right on the package."
"We are also seeing a very interesting trend occur," continued Mr. Goodwin. "Some retailers are now selling cabbage by the each instead of the pound. They love the promotion flexibility this brings with the opportunity to use single price points or buy-one-get-one-free promotions."
The move to wrapped cabbage is very compelling for retailers and consumers. "We finally have a vehicle to communicate with consumers while providing retailers many benefits," summarized Mr. Greene.
"Fresh Mountain Farms" cabbage is available in five varieties: green, red, savoy, organic green and organic red. It ships from Florida, Georgia, North Carolina, Pennsylvania, New York, Wisconsin, Texas and Colorado.
"Earlier this year we hired Golden Sun Marketing and challenged them to come up with a consumer-driven solution that will drive sales," Tim Greene, director of marketing for Hollar & Greene, said in a statement.
The cabbage industry has been beset with flat to declining sales of bulk cabbage in recent years. The reasons include the fact that consumers are not aware of the tremendous nutritional message surrounding cabbage. Also, the heavy users for cabbage are aging, and younger consumers are not in the habit of buying bulk cabbage. Finally, there are indications from retail that displays have gotten smaller and promotions less frequent.
"As the leader in the retail cabbage category, we feel we need to step up and make changes to address these trends," stated Mr. Greene.
"We set out to develop a package that clearly communicates the great nutrition message, prep and usage information [including] easy-to-prepare recipes," said Don Goodwin, owner of Golden Sun Marketing.
Cabbage is part of the cruciferous vegetable category. Nutrition experts are encouraging increased consumption of all vegetables especially items from the cruciferous family.
"We are also developing a new web site (freshmountainfarms.com) that will be the premier source for all things cabbage: recipes, nutrition, prep ideas and best usage," added Mr. Greene.
"In addition to the great consumer messaging that wrapped cabbage affords us, there are many more benefits for the retailer," Mr. Goodwin said.
"Wrapped cabbage enhances food safety, sanitation and traceability, as well as lowers store shrink and labor," Mr. Greene said. "Cashiers no longer need to worry about trying to correctly identify red, savoy and organic cabbage. The correct UPC and PLU are right on the package."
"We are also seeing a very interesting trend occur," continued Mr. Goodwin. "Some retailers are now selling cabbage by the each instead of the pound. They love the promotion flexibility this brings with the opportunity to use single price points or buy-one-get-one-free promotions."
The move to wrapped cabbage is very compelling for retailers and consumers. "We finally have a vehicle to communicate with consumers while providing retailers many benefits," summarized Mr. Greene.
"Fresh Mountain Farms" cabbage is available in five varieties: green, red, savoy, organic green and organic red. It ships from Florida, Georgia, North Carolina, Pennsylvania, New York, Wisconsin, Texas and Colorado.
